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Swiss Tourism: „Showing off a wonderful place“

Swiss Tourism: „Showing off a wonderful place“

Tokyo (SCCIJ) – Videos and pictures of beautiful Swiss mountains, lakes and cities enticed about 70 members and guests of the SCCIJ to listen attentively to May Luncheon guest speaker Mr. Martin Nydegger, CEO of Switzerland Tourism. He used the images to illustrate the challenges and opportunities of Switzerland’s tourism industry.

Friendly face of Switzerland

“Our job is to show off this wonderful place but we are much more than its friendly face,” the tourism manager told the audience. Tourism in Switzerland is based on the brand “Switzerland” which is among the strongest worldwide; it meets relevant needs for nature, recreation and health; it belongs to the top 5 export industries with sales of CHF 51.3 billion and 192,000 employees. At the same time, the tourism sector struggles with several challenges. “We are still suffering from a decline of European visitors since the financial crisis due to the appreciation of the Swiss franc,” the CEO reported. Switzerland answers to global competition and high cost would be to promote the country as a premium destination. Fortunately, Switzerland would be less affected by climate change due to its location in the higher Alps. “We are the lucky ones because we have 29 winter ski resorts that are high up into the mountains,” Nydegger said. Over-tourism, the other nightmare of tourism managers, would also be no problem for Switzerland. “If you manage tourism smartly like us, you can avoid such hassles”, he added.

Swiss Tourism: „Showing off a wonderful place“

SCCIJ May Luncheon speaker Mr. Martin Nydegger, CEO of Switzerland Tourism

Showing Switzerland off to the world

The Swiss Tourism CEO described his organization as a marketing and communication agency. “We have three core tasks: stand out, experience, platforms,” he said. The target groups would be very distinct and segmented. “For example, we are not looking for a summer visitor, but the nature lover from Japan or the outdoor enthusiast who is active in the mountains,” he explained.

The agency utilizes the “assets” of Switzerland to market the country as a tourism destination. Among these assets are the high diversity of Switzerland with eight million inhabitants in four language zones; the Swiss “boutique” towns and 300 castles and forts; a capital classified as world heritage by the UNESCO; the historic mountain railways and traditional Alpine villages and typical lodge hotels.

Swiss Tourism: „Showing off a wonderful place“

SCCIJ Executive Committee members and advisors with Luncheon speaker Mr. Martin Nydegger

Wide-ranging campaigns

These assets are turned into “smart” campaigns, the CEO explained. The campaign “Nature wants you back” aims to convince people to experience the abundant nature of Switzerland and features iconic trails, hideaways and long distance routes for hikers, stunning bridges and breathtaking vistas. More campaign examples are “Awaken your senses” selling Swiss fall as a new holiday season and “Upgrade your winter” for winter sports lovers.

The CEO presented even more ideas to market Switzerland as a travel destination. “We want to remix products to create even better experiences,” he announced and mentioned the “Grand Tour of Switzerland” as an example. The 1,600 kilometer road trip touches 22 lakes, five Alpine passes and 12 UNESCO world heritage sites. At “Stopover Switzerland”, visitors are lured by the promise to experience Switzerland in 24 or 36 hours during a flight stopover. Nydegger also has plans for the future: “For the next years, we are working out programs for health and medical tourism,” he declared at the end of his lecture. He was awarded with thunderous applause.

About the speaker

Mr. Martin Nydegger is the CEO of Switzerland Tourism (ST), the Swiss National Tourism Organization, with its headquarters in Zurich and 32 offices around the world. Switzerland Tourism’s mission is to promote Switzerland as a travel, vacation and convention destination. Mr. Nydegger took on this current role on January 1st, 2018, and has been a member of the Executive Board of ST since 2008. He was in charge of Business Development and previously oversaw the BeNeLux market at Switzerland Tourism, based at the ST office in Amsterdam.

Prior to joining ST, Mr. Nydegger held a number of positions in the tourism sector in Switzerland, including six years as Director of the Engadin/Scuol Tourism Board. A native of Bern, he holds an Executive MBA in Strategic Corporate Management. He lives in Zurich with his wife and his 12-year-old son.

Text and photos: Martin Fritz for SCCIJ

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